My guiltiest pleasure is Friends. I matured with them throughout the ‘noughties’ and I still binge watch the reruns at desperate times, armed to the teeth with snacks and my TV socks.

I always identified with Chandler. He was awkwardly funny with a complicated background, and a job no one could understand.

You say, cool, but how does this relate to email campaigns? Well, my brain works in mysterious ways. The key that immediately connected my dream team with email marketing is segmentation.

However, even before I go down that road, I feel that I need to reconnect you with email marketing. 

Many business owners ask the question, “Email marketing, is it still a thing? It feels like such an ancient method to connect with my customers.” 

Newsflash, according to Statista, the global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027. 

Not to mention, it is a cost-effective way to reach a larger target audience while still keeping it personal. 

So, just like those people who keep harping on how Friends is so irrelevant today, you can back off because email marketing is where the big bucks are. You just need to lay down your foundation.

Segmentation

Do you know why Friends was so successful? Well, amongst other things, the show offered some strong personas people loved identifying with. From obsessive-compulsive Monica and goofy Chandler to ditzy Phoebe there was a character segment for everyone.

Same with your database. You need to find those strong characteristics within your contacts, so you can customise and personalise your content with the right key messages and BOOM your revenue can increase by 760%. Yep, that is the correct number.

Remember, some of your contacts may be at the consideration stage, some are at the research and compare phase, while some are ready to purchase. 

Some are local, some are interstate. Some really like a Thanksgiving leftover sandwich… You need to know all of this to make the most of your email marketing.

If you’re still not convinced and think “this is all a moo point”, I’ve got 6 more pretty good reasons why you need to get back on the email marketing bandwagon.

Generates web traffic

A solid email marketing strategy generates a healthy interest for people to click the link and jump over to your website where you can razzle-dazzle them with your products and services. 

Of course, you need to be a Joey. To create those crafty emails, you need a smashing subject line, like “How you doin’?” Then you better make sure you remember their names (automation, phew). 

You should display your natural charm through some captivating content that is consistent with your overall brand voice. 

Nothing gets a better response of ‘I wanna come over’ (click on your website link) than an American Italian with a great smile and… Wait, what? Never mind. Just nurture your audience.

Provides value to your audience 

One of my favourite TV moments is ‘Smelly Cat’. I mean who can forget Phoebe’s quirky delivery about that poor, stinky and mistreated feline?

I laughed countless times, shared memes and sang that ridiculous song. The damn thing provided me with endless entertainment value. It shouldn’t be different with your email campaigns.

Ok, you don’t have to go as far as rustling together a popcultural phenomenon but you do need to provide good value. You can do that through company updates, introducing new products and services.

You can solve problems for your customers. Make them learn something new or provide a case study of your success as a social proof. Just entertain and your audience will come back for more.

Improves SEO

Yes, emails can do this, too. Though this is not for the fainthearted. Just as Monica has 11 categories for her towels (fancy guest, anyone?) boosting your SEO through email marketing does also require a certain obsessive compulsive behaviour.

This kinda links back to my first point but email helps you boost your content and attract more site visitors. Additionally, you can use email to reach out to authority sites to earn backlinks. 

You can also reverse engineer your keywords just like Monica did with Phoebe’s ‘Nestle Toulouse’ cookies (cue my best French accent). Batch 33 definitely needed more cinnamon but if you’re lifting your email game just a little bit your SEO results will thank you for it.

Strengthens customer relationships

No doubt, Rachel (the hot one) was a shitty waitress. Too busy with her friends (and herself), she managed to neglect an entire generation of coffee lovers from series 1 to 3. That’s three years of not remembering a single order at Central Perk, my friends.

Since we don’t all have a Gunther in our lives to save the day (and our jobs), just by using my earth-shattering Friends analogy here, sending a shoddy email once in a blue moon won’t get you lifelong fans. 

You need to make more of an effort. Start that by getting to know them. Once you know which buttons to push, do that on a regular basis to the point your audience will expect your content and eventually respond (as long as you nail that call to action).

Cost effective ROI

While I never met anyone who would steal the decorative bouquet from the hotel lobby to compensate for the mini bar and (questionable) movie charges, Ross certainly understood how to make the most of his money. 

Who can forget his cop out on the furniture delivery charges? Pivot! Pivot! Pivoooot…. It’s my third best scene overall from the entire show.

Laughing aside, there is something to be said about reasonable savings. There are over 4 billion daily email users. 

Adding to that, more than 8 out of 10 people (maybe 9 but maybe 8.4, who knows) will open a welcome email, generating 4x as many opens and 10x as many clicks as other email types. 

According to Hubspot, “email generates $42 for every $1 spent, which is an astounding 4,200% ROI, making it one of the most effective options available.” So, yes, emails are your cheap but effective friends when it comes to marketing. Just ask Ross.

Improves sales

Of course I saved the best for last. Chandler, my awkward fun buddy. While no one really found out what he was even doing for work throughout the entire show, it was something to do with sales. Or numbers.

He was very good at it, too. After all, he financed Joey for 10 years, and bought a house in a good neighbourhood for Monica and the twins. Not bad for a transponster. (Ok, he was working in the field of statistical analysis and data reconfiguration, but I need to make this blog work). 

Same goes for your email efforts. If you follow the advice from above and segment your list, personalise the content, create added value by adding stuff such as free guides or e-books, and send your emails with good and consistent frequency, your sales figures will definitely improve. You may even purchase that pesky avocado on toast for brekkie. On a regular basis.

To bring it altogether

Just as Friends has entered the ‘evergreen’ status, so has email marketing. It is here to stay because it is a cost-effective and straight communication channel to your audiences. So, get on it.

Not sure how? How about you send me that welcome email? You have an 8.4% chance I’ll open it. Then the rest is email marketing history. 

Anything else you know about email marketing that I missed? Leave me a comment.

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